Cross-Media Services — Shops Sending Mixed Messages

Extending the definition in this way raises the question, What is the role of a “printer”—cum cross-media service provider—in an integrated marketing scenario? Rather than there being a single answer, it’s a matter of at what level does a company want to compete.

• Realistically, a print provider doesn’t have to do much more than change its branding. It can ally itself with creative agencies that will take responsibility for developing the integrated marketing strategy and manage its execution by various service providers.